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The Importance Of The Loyalty Of Fashion Brands Through Digital Marketing

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The fashion industry, the world’s economic engine ahead of prominent sectors such as the automobile and energy sectors, has found an effective communication strategy on the Internet. Fashion brands reinvent themselves in their marketing and business strategies to adapt and approach emerging markets eager to consume fashion, which is why digital marketing becomes an essential tool for the communication of these leading brands in the market with its younger audiences. Digitization, a saturated market, consumer 2.0, influencers and a new way of communicating fashion that is more social and interactive are some of the challenges that companies in a sector in constant change and evolution, whose own visual nature, have had to overcome makes the social medium the most effective for its dissemination. The following work aims to offer an in-depth study of the new scenario that arises after the appearance of Web 2.0 and the Social Media phenomenon, which have modified the basic pillars of business communication in the Fashion sector.

Suggested Citation

  • Muniesa, Rocio L. & Giménez, Carmen G., 2020. "The Importance Of The Loyalty Of Fashion Brands Through Digital Marketing," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 8(3), pages 230-243.
    • Handle: RePEc:ris:jspord:1019
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    1. Arora, Anuja & Bansal, Shivam & Kandpal, Chandrashekhar & Aswani, Reema & Dwivedi, Yogesh, 2019. "Measuring social media influencer index- insights from facebook, Twitter and Instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 86-101.
    2. Andrea Escobar, 2016. "The Impact of the Digital Revolution in the Development of Market and Communication Strategies for the Luxury Sector (Fashion Luxury)," Central European Business Review, Prague University of Economics and Business, vol. 2016(2), pages 17-36.
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    More about this item

    Keywords

    Fashion Business; Influencers; Digital Marketing; Millennials; Social Media;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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